Essay about Italian Sausage

Saxonville Sausage Company
A. Current Situation
After revenues of approximately $1.5 billion in 2005, Saxonville Sausage Company felt they needed to bring their Italian sausage brain to a market in order to achieve its profit for the next fiscal year. Saxonville currently had three main branded products: bratwurst, breakfast sausage, and Italian sausage named Vivio, which currently accounted for only 5% of revenues. The Italian sausage market was one showing an annual growth rate of 9% across the retail market in 2004 and 15% in 2005. In addition, Vivio was currently not supported by advertising with no national players in this untapped market. Based on these results over the past two years, Saxonville believed there was a need to develop and implement a positioning plan to move their Italian sausage brand to a national brand across every major grocery account in the US.
B. “Finalists” Strategies
Following the testing done by Saxonville Sausage Company marketing team, the results concluded that there was a market to be entered in with the target audience of female head-of house shoppers, and focusing on six distinct themes that presented themselves numerous times during focus groups: Family Connection, Clever Cooking, Confidence, Appreciation, Quick and Easy, and Tradition, as found in Exhibit 6. After condensing these six themes, four mock concepts were tested on consumers, with Family Connection and Clever Cooking receiving the highest total votes of 52 and 49 respectively, as found in Exhibit 9. Focus groups revealed that users considered Italian sausage, “easier because it was a meal that their husbands and children enjoyed” as seen in Exhibit 4, implying both the concepts of bringing family together, as well as clever and easy cooking. In addition, results of the perceptual map (Exhibit 5) showed a one-dish meal with Italian sausage ranked under categories of “easy to do” and “family pleasing”, supporting the two top voted mock concepts of Clever Cooking and Family Connection. Based on these results, Family Connection and Clever Cooking should be considered as “finalists” for positioning of Saxonville’s Vivio.
C. Positioning Ladders
Based on the results of focus group testing, a positioning ladder could be developed to further support the positioning of both Family Connection and Clever Cooking territories developed from the six themes, seen in Exhibit 6. When examining the value of Family Connection, results showed that all users reported that Italian sausage was a meal that pleased all members of the family, as seen in Exhibit 4, stating that “they did not need to call the family to the table”, implying a meal made with Italian sausage was one that not only pleased but also brings the family together for dinner. Additionally, consumers reported Saxonville was known by its moniker of the “The Family Company” further supporting the uniformed theme of Family Connection, and a meal to bring the family together. Emotional benefit of the positioning of Family Connection supports the feeling of the cooker being “the magnet that pulls everyone together”, as stated in Exhibit 6. Furthermore, functional benefit would continue to support the Family Connection in that the meal brought the family together, pleasing all members, and not requiring multiple meals to please the crowd at the table. Finally, attributes would include meat that could be used in a “One-Dish meal made with Italian sausage”. When examining the positioning of Clever Cooking, the value of this positioning of a “quick meal” that pleased all, was reflected in the results of focus group reports, listed in Exhibit 4. Emotional benefits of Clever Cooking are the ability to put a personal touch on each meal, supported by reports of being considered a great “meal-maker”. Functional benefits included being classified as an “ingredient food” that could be customized to create many varied dishes, as reported results from Focus groups in Exhibit 4. Attributes of…

Related Documents: Essay about Italian Sausage

Authentic Italian cuisine is something many try, and fail to replicate. Cabattos does the best job of providing their customers with the full Italian experience. Not only is their restaurant a comfortable, romantic environment, their food is made completely from scratch and the staff treats you like part of their family.
For starters, Cabattos embodies a very comfortable environment, although the restaurant is very rich and luxurious, it remains comfortable and has a very “at home” feeling. It…

observed (geographic considerations).
2. What were the research results?
The sausage consumers were broken down into Heavy, Medium, and Light users. Heavy users purchased once every week during fall and winter months and once every two weeks in the spring and summer months, whereas Light users purchased at least once every six weeks with same variations to heavy users. Each consumer group agreed that Italian sausage made their lives easier; both their husbands and children enjoyed. Ninety-three…

Group 3
Saxonville Sausage Company
A. Current Situation
Saxonville Sausage Company is a company that produces three varieties of pork sausage products; bratwurst, breakfast sausages and Italian sausages. The company needs to assess the growth in the Italian sausage retail market to complement its current robust offerings of bratwursts. They also need to develop a national product in the Italian sausage category under the Vivio name or a potential new name. Their current Vivio brand has grown…

The word sausage is derived from the Latin word salsus meaning salted. The making and producing of sausage was started well over two thousand years ago. Some of the basic ways to make sausages are very old and the industry is always adapting to new ways to produce the sausages, because as time goes on, things have to change. The sausage was always part of man’s diet. They say that the first mentioned sausage was found in the Greek play the Orya, also known as the sausage. This play was written about…

because it was ruled by 'foreigners', their aim was to get Italy back from these 'foreigners' and for Italy to be ruled by Italians. They believed that war was needed to do this, and so this was their reason for wanting to go to war.
The Italian Socialists lead by Filipo Turati believed in using violence to change Italy. In 1914 these extremists tried to overthrow the Italian government in a week of widespread violence which would be later known as Red Week. However, the Socialists were divided on…

TOSKA:
When did the members start arriving in Canada?
th
Although Italians have prominently been part in the history of Canada as far back as the 15
century, there were still relatively few Italians in Canada. Those who did come during this time
were more like “sojourners” rather than settlers.
PPT SLIDE:
The Earliest Italian Contact before steady migration
1497: Giovanni Caboto (John Cabot), an Italian navigator from Venice, explored and
claimed the coasts of Newfoundland for England…

Italian Weddings
By: Mariah Transue
Italian Superstitions and Traditions
General Superstitions
During The Ceremony
• The bouquet- The last gift
from the groom as a
boyfriend; he is supposed to
buy the bouquet and have it
sent to the bride the
morning of the wedding.
• The bride must bring
something new, something
old, something borrowed,
and something blue, along
with a gift given to her by a
loved one.
• The bride shouldn’t wear any
gold on her wedding day aside
from her wedding ring; Its…

The American manager in Italy was morally correct based on Kant’s three categorical imperatives1 even though the “Cultural Relativism”2 may put challenge on this statement.
First of all, the American manager refused to file the tax “Italian style”3 on the grounds that understating profit is dishonest and not in compliance with corporate practice4. As Kant’s first categorical imperative states - one should “act only on maxims which you can will to be universal laws of nature”5, the manager acted…

considered the Sicilian Mafia as the most ruthless mobsters of the twentieth century. By the 1900s, the Mafia had become known as a network of criminal thugs that dominated the Sicilian countryside. Members of the Mafia were bound by Omerta. Omerta, an Italian word, stands for a strict code of conduct. The code include avoiding all contact or cooperation with authorities. In the beginning the Mafia had no centralized organization. It consisted of many small groups. Each of these groups was considered as…

Words 1371 - Pages 6

* Test names and other trademarks are the property of the respective trademark holders. None of the trademark holders are affiliated with this website.